General interest and broad-audience newsletters cover the widest range of CPM rates. Here's what brands pay for broad-reach placements in 2026, and how to push your rates higher.
| Placement Type | CPM Range | Best For | Notes |
|---|---|---|---|
| Primary Placement | $30–$50 | Large newsletters (50k+) | Scale compensates for lower CPM |
| Secondary Placement | $15–$25 | All size newsletters | 2nd/3rd sponsor slot |
| Dedicated Send | $35–$55 | Newsletters with high trust | Full email = sponsor, rare for general |
| Small Newsletter (<5k) | $25–$35 | Tight-knit communities | High engagement compensates for size |
| Programmatic | $8–$18 | Network buys | Lowest CPM tier, high volume |
General interest newsletters serve the broadest possible audience, which means sponsors get reach — but not specificity. The $25–$50 CPM range reflects the market-clearing rate for audiences that aren't pre-qualified by niche, income, or profession.
The upper end ($40–$50) is achievable for general newsletters with exceptional engagement, a well-known author, or a demonstrated track record of sponsor conversions. Below-average open rates pull CPMs toward the floor; exceptional open rates (35%+) for a general list can push into $45–$50 territory.
The strategic path for general newsletter creators: identify what makes your audience unique even within "general." Geography, age cohort, lifestyle, or job function can be the hook that gets you out of the commodity CPM bucket.
Browse 200+ vetted brands actively sponsoring general newsletters right now. Filter by budget signal, niche, and timing score.